---
title: "deodorant womens — £1.1M/yr Amazon United Kingdom Niche, Score 57/100 - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/deodorant-womens"
last_updated: "2026-07-20T18:43:03.503Z"
locale: en
meta:
description: "deodorant womens clears our launch bar: a $1.1M/yr market growing +24.5% this quarter with returns at 0.0%. Data updated Jul 2026."
"og:description": "deodorant womens clears our launch bar: a $1.1M/yr market growing +24.5% this quarter with returns at 0.0%. Data updated Jul 2026."
"og:title": "deodorant womens — £1.1M/yr Amazon United Kingdom Niche, Score 57/100 - Flapen"
---
# **deodorant womens**
**Launch it**
A $1.1M/yr market growing +24.5% this quarter with returns at 0.0% — clears our launch bar.
Market size 79Growth 53Conversion 86Competition 73Returns 100Price range 13Avg price 11Brand share 18Review moat 45Quality gap 23
**Returns**
**Incredible****0.0%**
return rate — above 6% kills the launch gate
**Conversion**
**Great****9.7%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Great****£1.1M**
£1.1M/yr · 2.9M searches
**Competition**
**Good****41%**
top-5 click share — leaders hold, buyers still browse
**Growth**
**Good****+24.5%**
90-day search growth — must beat 0% to launch
**Review moat**
**Okay****1,994.6**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Bad****4.6★**
avg incumbent rating — lower means beatable quality
**Brand share**
**Bad****93%**
top-5 brand share — brand-locked demand
**Price range**
**Bad****£1.23–£17.08**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Avg price**
**Bad****£3.88**
avg listing price — sweet spot $15–$100
According to Flapen's Amazon United Kingdom niche tracking, deodorant womens is a £1.1M/yr Amazon United Kingdom market (2.9M searches/yr). The top 5 brands hold 93% of demand. Demand peaks in May–Jun–Jul. Verdict: Launch it — 57/100.
Data updated Jul 18, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **Market data**
- **Units sold / yr**
- **300K–400K**
- avg 6,000–8,000/product
- **Revenue / yr**
- **£1.2M–£1.6M**
- units × avg price
- **Launch success**
- **—**
- 0 of 0 new (360d)
- **Conversion rate**
- **9.7%**
- **Avg BSR**
- **#98**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **51%**
- **Out of stock**
- **0.0%**
- **Avg brand age**
- **72 months**
- **Avg seller age**
- **158 days**
## **Competition**
The top 5 products take 41% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**10 **▼falling
**Sellers**
**180**
**Top-5 brand share**
**93%**
Top 20: 100%
**Top-5 click share**
**41%**
Top 20: 81%
**Open market**
**4%**
- Mitchum21% - Dove21% - Sure18% - NIVEA16% - Soft & Gentle16% - NIVEA MEN3% - Open — no brand owns it (4 brands, 4%)
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — +24.5% search growth over the last 90 days.
150K100KSpike '24Spike '25Prime Day '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: May, Jun, Jul · busiest ÷ quietest = 1.8×
[**Open Trend **](https://flapen.com/research/uk/beauty/deodorant-womens/trend)
## **Product shelf**
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
0%3%£33K6%£66K9%£99K12%£132K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 45 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Mitchum Women Triple Odor Defense 48HR Protection Deodorant Spray & Antiperspirant (200ml) Powder Fresh**Mitchum**£1.93**4.6★3,324 rev](https://www.amazon.co.uk/dp/B00DWVMQ42) [2**Dove Powder Soft Womens Antiperspirant Deodorant Cream Stick for 48 hour sweat protection and long-lasting fragrance with moisturising cream 50 ml**Dove**£1.81**4.7★1,062 rev](https://www.amazon.co.uk/dp/B0DPL4Q2W1) [3**Soft & Gentle Fresh Blossom Antiperspirant Deodorant Spray 250ml**Soft & Gentle**£1.51**4.7★1,338 rev](https://www.amazon.co.uk/dp/B0B5J3QZSJ) [4**NIVEA Pearl & Beauty Anti-Perspirant Deodorant Spray (250ml) Womens Deodorant Spray with 72H Sweat and Odour Protection Anti-Perspirant for Women with Pearl Extracts**NIVEA**£2.12**4.7★719 rev](https://www.amazon.co.uk/dp/B09YZNTCR5) [5**Revlon Mitchum Women Triple Odor Defense 48HR Protection Deodorant Stick and Antiperspirant Pure Fresh Dermatologist Tested 41 g (Pack of 1)**Mitchum**£2.61**4.6★7,458 rev](https://www.amazon.co.uk/dp/B00KIY4JE6)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Dove Lavender & Camomile Whole Body Deodorant Spray 0% aluminium deodorant for all-day odour control 150 ml**Dove**£2.82**172 rev1y ago](https://www.amazon.co.uk/dp/B0F15CYB55) [**Mitchum Women Ultimate 72H Aerosol Bright Floral 250ml (Pack of 6)**Mitchum**£13.24**199 rev1y ago](https://www.amazon.co.uk/dp/B0DWMWSGLL) [**SOFT & GENTLE Anti-perspirant Deodorant Skin Expert Hyaluronic Care Rosewater Dew 72H Protection 250ml**Soft & Gentle**£1.97**105 rev1y ago](https://www.amazon.co.uk/dp/B0DT9YJ48J) [**SOFT & GENTLE Anti-Perspirant Deodorant Pure Bouquet Invisible Protection 250ml**Soft & Gentle**£1.62**137 rev1y ago](https://www.amazon.co.uk/dp/B0DSQ9M4MK) [**Dove Powder Soft Womens Antiperspirant Deodorant Cream Stick for 48 hour sweat protection and long-lasting fragrance with moisturising cream 50 ml**Dove**£1.81**1,062 rev1y ago](https://www.amazon.co.uk/dp/B0DPL4Q2W1)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Dove Advanced Care Go Fresh Pear & Aloe Vera Scent Anti-Perspirant Aerosol Womens Deodorant Spray with Pro-Ceramide technology for 72 hour protection against sweat and odour 200 ml**Dove**£2.78**4.7★**▲ 193%**](https://www.amazon.co.uk/dp/B0BWFQ6L6V) [**Dove Lavender & Camomile Whole Body Deodorant Spray 0% aluminium deodorant for all-day odour control 150 ml**Dove**£2.82**4.2★**▲ 192%**](https://www.amazon.co.uk/dp/B0F15CYB55) [**NIVEA Men Protect & Care Spray (6 x 250ml) Anti-Perspirant for 72H Protection Gentle and Effective Deodorant Free From Alcohol**NIVEA MEN**£13.04**4.7★**▲ 133%**](https://www.amazon.co.uk/dp/B01D1RCWOK) [**NIVEA Black & White Invisible Anti-Perspirant Spray (150ml) 72hr Anti-Sweat Womens Deodorant Spray No Stains on Black and White Clothes**NIVEA**£1.52**4.8★**▲ 86%**](https://www.amazon.co.uk/dp/B017A0LGHS) [**Soft & Gentle Fresh Blossom Antiperspirant Deodorant Spray 250ml**Soft & Gentle**£1.51**4.7★**▲ 77%**](https://www.amazon.co.uk/dp/B0B5J3QZSJ)
**~~View all trending →~~**
## **Reviews**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Smell**40%
*“Clean fresh scent”*
**Value For Money**14%
*“Excellent value for money”*
**Quality-Overall**10%
*“Great, consistent product”*
**Advertised Vs Actual Product**4%
*“True to picture”*
**Moist/Dry**3%
*“Dries quickly”*
**Efficiency**3%
*“It does the job perfectly”*
**Allergies**2%
*“No irritation”*
**Durability**2%
*“And is durable”*
**Ease Of Use**2%
*“comfortable to wear”*
**Size-Overall**1%
*“Small enough to put inside handbag”*
### **What buyers complain about **
**Smell**13%
*“Dont like the scent”*
**Allergies**10%
*“Severe irritation”*
**Value For Money**8%
*“Expensive”*
**Functionality-Overall**8%
*“Doesn't work”*
**Durability**5%
*“Broke after a few uses”*
**Moist/Dry**4%
*“arrived really dry”*
**Quality-Overall**4%
*“not the best product”*
**Stain Resistance**2%
*“seems to stain”*
**Advertised Vs Actual Product**2%
*“False advertising”*
**Ease Of Use**2%
*“Could not be used”*
### **Top return reasons **
**Defective Material/Parts**20%
**Smell**20%
**Functionality-Overall**11%
**Stain Resistance**11%
**Leak-Proof**10%
**Ease Of Use**7%
**Dilute/Watery**7%
**Skin Health**4%
**Jamming/Clogging**3%
**Residue**2%
## **Common questions**
- **Is deodorant womens profitable to sell on Amazon United Kingdom?**
- The niche generates £1.1M/yr across 45 tracked products. 90-day search growth is +24.5%. Flapen's verdict: Launch it (57/100).
- **How competitive is the deodorant womens niche?**
- 10 brands and 180 sellers compete. The top 5 products take 41% of clicks and top 5 brands hold 93% of demand.
- **What do buyers complain about in deodorant womens?**
- Top complaints mined from reviews: Smell, Allergies, Value For Money. The return rate is 0.0%.
- **When does demand for deodorant womens peak?**
- Demand peaks in May–Jun–Jul; the busiest month runs 1.8× the quietest.
- **What does it cost to enter the deodorant womens niche?**
- Listings span £1.23–£17.08; the average listing price is £3.88 (sweet spot $15–$100). The average incumbent carries 1,995 reviews — the moat a new listing must climb.
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